As advertising-technology vendors drop their agency partnerships and approach marketers directly with aggressive deals, agencies are promoting their ability to integrate data from multiple sources and build platforms that utilize several technologies, according to this report. "There is no doubt that [demand-side platforms] are very aggressively lowering their pricing. ... But going straight to a DSP, you won't see an increase in the amount of insight you're getting from a campaign," said Brian Lesser, CEO of GroupM's Xaxis.

Related Summaries